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Building Community

  • 25 Apr 2007
  • The Diesel Playhouse, 56 Blue Jays Way


Registration is closed
Start Time: 8:30am - 10:30am

Building Online Community

Community is the latest buzzword in online marketing. but what does it really mean? How are communities built - and why? Is there ROI in building communities around brands. Is web 2.0 community?

Join us on April 25th as we'll answer all these questions and more.


I'm B2B; can community work for me?

Presented By: Jennifer Evans, President and Founder, Sequentia Communications
In many ways, community can be more powerful for b2b organizations than for b2c. Jen Evans will talk about how B2B companies and marketers can use community to increase customer loyalty, market intelligence, profit and revenue within their customer base and beyond, how to offer value to an audience and the types of communications (blogging, podcasting, and more) that work most effectively for a B2B audience, easy, big impact ways to get started - and the kind of results you should expect, when. Case study included.

Click to Connect: etribes and emarketing

Presented By: Robert V. Kozinets, Associate Professor of Marketing, Schulich School of Business

Community is an ancient, rather than a new, phenomenon. Grassroots communities have been sparked by every technological innovation from fire to the wheel to networked computing. In this presentation, anthropologist and marketing professor Robert Kozinets will overview the technique and use of netnography, a method of ethnographic fieldwork developed especially for the study of online communities. He will provide a quick tour of the characteristics, motivations, and structural processes of consumers as they form themselves into naturally occuring communities. Emphasizing the use of communities as communication tools and sources of consumer insight, Professor Kozinets will also speak to some of the marketing challenges in this new and growing space.

Building Brand Communities: Using online tools to nurture your community

Presented By: Lee Dale, President of Smack Inc.

In an age when consumer impatience for mass media and distaste for corporations can lead to wasted media spends and PR nightmares, consumer and corporate value can be found in a shared community, a Brand Community. In order to build just such a community, there are three key characteristics to nurture: consciousness of kind, shared rituals and traditions, and moral responsibility. Lee Dale will be showcasing online tools to help you build towards your own Brand Community, including exploring some real world examples that speak to each of the three key characteristics.


8:30 - 8:45am     Registration & Breakfast

8:45 - 10:30am   Presentations & Discussion


About Jennifer Evans
jenbio.jpgJennifer Evans is a Toronto-based entrepreneur, writer, and technophile and the president of Sequentia Communications, recently ranked as Canada’s 27th fastest growing emerging company by the PROFIT Hot 50.

Prior to starting Sequentia, Jen co-founded DigitalEve International, a not for profit association for women and technology, and served as Executive Director its international and national organizations from 2000-2002. She is the co-chair of the White Ribbon Campaign and a board member of both Computer for Schools Ontario and The Beach School, and sits on advisory panels for the Software Human Resources Council (SHRC) and Women in Film and Television (WIFT). Jen was a two-time finalist for the Canadian New Media Awards and continues to function as a judge for the awards. She is a technology columnist for the Globe and Mail's online edition and appears regularly on Report on Business television's Tech Tuesday panel.

Jen has taught at the University of Toronto, York University, Humber College, and Ryerson.  She is a graduate of Queen's University and her international work experience includes Bermuda, Tokyo, the US, South America and Korea. She speaks regularly on women, girls and technology.

Jen’s expertise includes communications and marketing strategy development, online community building strategy and execution.

Jen's favourite online community is Ain't It Cool

About Robert Kozinets

Kozinets_2007.jpgRobert Kozinets (Ph.D.) is an Associate Professor of Marketing at York University’s Schulich School of Business. An anthropologist by training, he has also taught at Northwestern University’s Kellogg School, University of Wisconsin-Madison’s School of Business, and Queen’s University. He has extensive consulting experience with over 300 corporations, including Pepsico, IBM, EDS, Novartis, Honda, and Interrep. He developed and continues to expand the technique of netnography or Internet ethnography for the marketing-related study of online communities. He has also been instrumental in developing videography as a marketing and consumer research methodology. His research on online and face-to-face community, branding, marketing, and retailing has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Contemporary Ethnography and the Journal of Retailing. He is currently an Advisory Board Member of WOMMA (the Word of Mouth Marketing Association), Associate Editor of the Journal of Retailing, an Editorial Board Member of the Journal of Marketing and the Journal of Consumer Research, and an Affiliate Member of MIT’s Comparative Media Studies group looking at communal uses of new convergent technologies. This winter, he launched one of the first dedicated Word of Mouth Marketing courses in Canada. He co-edited volume, Consumer Tribes, will be published this spring by Elsevier Press. He is currently working on a new book about brands in an age of transformation.

About Lee Dale

leestudio1a.jpgLee, a.k.a "The Big Soy Cheese", is the founder and inspirational 
leader behind Smack Inc. His past experience as a VP of 
Communications for Sweeney Dale Interior Design Inc, and formal 
education in design and technology, has made Lee a true hands-on 
leader. But the true extent of Lee's leadership isn't limited to 
Smack Inc.

With memberships in a variety of organizations, Lee is an active 
contributor to the design and marketing industries. Often seen 
immersed in some sort reading material, Lee not only remains on the 
cutting edge of the industry, but he also stays on top of his other 
interests like the environment, history, music, film and politics.



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